Bruce Pfeiffer, assistant professor of marketing in the Whittemore School of Business and Economics (WSBE), has conducted extensive research about how people react to celebrities once they know their personal viewpoints.

He has found that those who are most vocal about political, religious, and social causes may pay with decreased popularity and reduced income. The more the public knows about celebrities’ personal views, the less we like them, according to Pfeiffer.

“The findings reveal one of the important foundations underlying the adoration of celebrities: ignorance,” Pfeiffer said. “Unless celebrities harbor mainstream attitudes that have widespread appeal, they are probably better off financially keeping their opinions and practices private.”